Oui by Yoplait plays on its French heritage in the brand's first ad campaign, which focuses on the French girl who gets what she wants, whether that's a jar of the new yogurt or time with her three lovers.
Yes, there are three. And yes, the word lovers is being used in a yogurt campaign.
Oui by Yoplait is General Mills' big bet responding to the explosive growth of brands including Chobani, Noosa and Siggi's in recent years, while more established yogurts including Yoplait have suffered. Last year, Chobani overtook Yoplait as the top yogurt brand in the U.S., according to Euromonitor International. General Mills' U.S. yogurt sales fell 18% in fiscal 2017, which ended in May.
Yoplait says the recipe for Oui, which uses ingredients such as whole milk and sugar and comes in 5-ounce glass jars, is based on Yoplait's Saveur d'Autrefois yogurt sold in France. The campaign stresses those French roots. The woman playing the French girl is indeed French, and so are two of her three lover characters, all of whom have names that begin with Jean.